Who (not how many) are you reaching?

Long Story Short: Similar to “advertorials,” native advertising is designed to be entertaining enough in its own right to compel visitors to consume, be influenced by, and even share the content, be it videos, images, articles, or music, based only on the targeted and contextual appeal that holds on its own. (more…)

Google announced a few months ago that ad sitelink descriptions were getting an upgrade with the Google AdWords transition to enhanced campaigns. Traditional ad sitelink extensions are links within your regular pay-per-click text ad that can direct searchers to various areas of your website, often times directing them deeper into your site and to more relevant information. Hopefully you already utilize ad sitelinks within your AdWords account, so adding descriptions shouldn’t be too big of an undertaking. If you haven’t applied traditional sitelinks yet, now is the time to do so, along with descriptions. This will provide more information to searchers and also take up more real estate on SERPs in an effort to increase click-through rates. You can see an example below:(more…)

Advertising is an important part of the lead generation puzzle. Some marketers suggest that you can do without the cost and low returns they attribute to advertising, but done right, advertising is a tremendous tool.(more…)

There have been multiple studies about the incremental lift in search traffic that Pay Per Click Advertising provides in recent years. I’ve been quoting to clients the Google Study that said that search ads provide 89% incremental traffic. The studies essentially say that when ads are shut off that the natural search results will only pick up for 11% of the lost traffic.(more…)

I will be the first to admit it – Bing and I don’t always get along. But despite our quarrels, Bing has always held a special place in my heart (as demonstrated in this year’s Bing-nerd Halloween costume to the right). I don’t know if it is because they are the search engine underdog,..or if they won me over simply with their ability to consistently pick awesome background photos for bing.com.(more…)

One of the things I’ve always been a huge proponent of is fostering true brand loyalty for the long tail – strategic and continuous and growth – versus getting quick buzz hits then using the rinse and repeat formula.(more…)